Mielle Organics becomes NFL textured hair sponsor

Procter & Gamble-owned Mielle Organics has secured a landmark sponsorship with the National Football League, becoming the league’s first ever textured hair sponsor.

The partnership will see Mielle products stocked in NFL locker rooms and integrated into marketing campaigns across courtside advertising and social media, featuring figures such as sportscaster MJ Acosta Ruiz and former quarterback Mike Vick.

The deal also includes activations with players, cheerleaders, WAGS, and incoming NFL Draft picks, highlighting the brand’s engagement with multiple facets of the sport’s fan experience.

Mielle founder Monique Rodriguez said she was honoured to be the league’s first textured hair care partner. She noted that the brand also sponsors the Women’s National Basketball Association and collaborates with HBCU athletic departments at Hampton and Howard Universities.

The partnership extends the growing trend of beauty brands targeting professional sports’ expanding female fanbase. Mielle joins P&G’s Head and Shoulders, which has supported the NFL for over a decade. Other brands have recently followed, including Charlotte Tilbury sponsoring the NFL’s Dallas Cowboy cheerleaders and Sephora becoming the official fragrance partner of the NBA’s Golden State Warriors.

Industry observers note that integrating beauty and personal care brands into major sports leagues underscores the value of sponsorships that reach diverse audiences while aligning with lifestyle and wellness trends. The Mielle-NFL partnership strengthens brand visibility in key markets and provides new channels for audience engagement across digital and in-person experiences.

The partnership is expected to roll out during the 2026 NFL season.

Explore the full details of Mielle Organics’ NFL sponsorship and its impact on sports marketing strategy in the complete story.